Exponential Study Finds Interactive Video Units Outperform Standard Banner, Pre-roll Ads

, one of the largest leading global providers of digital
advertising solutions, reaching more than 700 million users each month,
has released its study titled The Power of Video-Driven Experiences:
What Attention, Emotion and Perception Can Tell Us About Good Advertising

– which finds that interactive video advertisements are significantly
more impactful than standard banner and pre-roll video ads.

Exponential commissioned EyeSee,
a market research firm, to investigate the effectiveness of interactive
video. The study compared VDX interactive video ad units to 30-second
pre-roll units and standard banner units, focusing on three key KPIs –
attention (length of browsing and interaction time), emotion (type of
emotion and strength of emotional reaction) and perception (impact on
brand lift). These KPIs were evaluated via eye tracking and interaction
rates, facial expression and surveys, respectively.

The study found that interactive video ads are more effective at seizing
attention, provoking emotion and driving brand impact. Key takeaways and
statistics include:

  • Interactive video impacts purchase consideration. 17 percent of
    users who viewed an interactive pre-roll video ad and 19 percent of
    users who viewed an interactive rectangular video unit stated they
    “definitely will” consider purchasing the brand in the future. That
    statistic was only 13 percent for the standard pre-roll.
  • Interactive video advertising units generate positive brand
    perception and make a lasting impression.
    Compared to standard
    pre-roll units, video-driven units held attention for over twice as
    long, produced higher ad recall rates and boosted brand perception.
  • An invitation to engage with video advertising is more than just a
    gateway to a compelling experience; it can be valuable real estate in
    69 percent of users spent over five seconds looking at the
    interactive teaser compared to just 11 percent who viewed the standard
    animated banner of the same size. Interactive teasers are also 3x more
    likely to stimulate a positive emotional reaction (particularly
    ‘Focus’). Further, 82 percent of those who viewed the teasers reported
    “favorable” or “very favorable” brand perception on the surveys
    compared to just 68 percent of those who viewed the standard banner.

“This study validates what we’re seeing every day – that interactive
video is a powerful digital vehicle for brand impact,” said Bryan
Melmed, VP, Insights Services, at Exponential. “The choice of ad format
has huge implications for marketers and advertisers; advertising focused
on engagement delivers more compelling, memorable experiences.”


In the study, a sample of 500 panel-recruited participants were asked to
browse a series of realistic mock websites how they would naturally – at
home and using their own devices. Throughout exposure, users were
monitored via their webcams for their facial expressions, visual gaze,
and navigation while surfing the pages. After users finished browsing,
they were then exposed to an additional mock webpage with generic
editorial content and additional dummy advertisements. To assess brand
lift metrics, users were presented with a seven-question survey
assessing recall and brand perception.

The study can be found here.

About Exponential

Exponential Interactive delivers innovative advertising experiences that
transform the way brands interact with audiences across desktop and
mobile. Exponential’s platform fuses one of the largest global digital
media footprints and proprietary data with user-centric ad formats
designed to drive engagement and action. Creativity and audience
insights form the foundation for building smarter, more relevant
solutions for advertisers and publishers. Exponential was founded in
2001 and has locations in 22 countries. For more information, please
visit www.exponential.com.

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